ISSN: 1648 - 4460

International Journal of Scholarly Papers


Transformations  in
Business & Economics

Transformations in
Business & Economics

  • © Vilnius University, 2002-2010
  • © Brno University of Technology, 2002-2010
  • © University of Latvia, 2002-2010
An Integrated Model of Growth Strategy in a Global Industry: Multilevel Approach
Raimundas Armonas, Greta Druteikiene, Albinas Marcinskas

ABSTRACT. The paper presents an integrated model of growth strategy in a global industry and empirical test of the model based on analysis of the companies in a global cosmetics industry. Strategic groups within the industry are defined and the impact of strategic group characteristics on firm’s growth is analyzed. The resources and capabilities of broad competitive scope and global market balance of the companies within the industry as well as competitive interdependence among the firms within strategic groups are examined and the impact of these company characteristics on their growth is analyzed.

KEYWORDS: growth strategy, global cosmetics industry, strategic groups, resource based view, competitive interdependence, strategic networks.

JEL classification: L13, L14, L22, L25, L 26, L66.

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Scholarly papers Transformations in Business & Economics
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